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Personalize the Shopping Experience and Grow your Business (Part 1)

There are at least 16 ways to cook an egg. This not only tells us that there are quite a few creative chefs out there, but also that many people are discerning, have clear preferences, and don’t settle for basic – even with how they want their eggs.
(Check out what your egg preference says about you – Quiz).

In times when shoppers are struggling with an overload of products, services, choices, and options, personalization is a strategy that gains in importance. Shoppers today do not only want but expect a personalized experience. This expectation in e-commerce is similar to vacationers expecting their hotels to serve their breakfast eggs exactly how they like them.

And there are clear benefits for those who are able to provide a personalized experience: Studies show that websites with suitable personalization methods can improve conversion, establish customer loyalty (5x more likely), and increase sales by 19% on average.

Personalization is not just another hot trend (don’t expect for it to go away quickly), but it’s a crucial method for retailers, brands and service providers to differentiate from competitors and drive revenues.

In this first part of our 2-part series on personalization, we’ll explore the basics of personalization and why you should have a solid personalization strategy in place.

So, what is Personalization?

Personalization is any activity in which services and contents are tailored to individual shopper needs based on identified characteristics, preferences and demographic information. It provides for more convenient, faster, and more streamlined interactions – ultimately, leading up to an increased experience on a website. The key is delivering the contextually relevant content to the right shopper at the right time.

Why should you personalize your online presence?

Online personalization offers you the opportunity to reach shoppers with messages they can relate to. Such strategies are more efficient than one-size-fits-all marketing strategies and have a higher chance of converting browsers into customers.

Check out these pretty convincing stats:

[bctt tweet=”Marketers see an average increase of 20% in sales when using personalized web experiences.”]

[bctt tweet=”74% of consumers get frustrated when website content has nothing to do with their interests.” via=”no”]

[bctt tweet=”61% of consumers are more likely to buy from a company that delivers custom content.”]

[bctt tweet=”81% of marketers perceive increases in customer engagement as the main benefit of real-time marketing.” via=”no”]

Are personalized customer services really perceived to be more useful?

In short, the answer is YES!

  • Personalized customer services can generate higher perceived usefulness. Especially when customer expectations are aligned with customer experience.
  • Perceived personalization increases customers’ loyalty, adoption of recommendations provided, and intentions to buy. You can expect stronger positive attitudes from your customers when your customer service is perceived as being personalized.
  • Personalized services not only result in a higher perceived economic benefit but also contributed to positive emotional feelings.

Consumers have gotten smarter about marketing tactics, and doing more is constantly required to gain their attention. Keep your edge by personalizing your online store. It will attract more prospects, increase sales and improve customer loyalty if you manage to live up to customer expectations.

But, which personalization methods are there, how do they work, and which ones are most suitable to reach your business goals?

In the second part of this series, we’ll look at several personalization strategies and show you ways how you can provide individualized experiences based on each shopper’s needs and preferences.


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Anneke van Aswegen is a passionate freelance writer and content strategist with a Master's Degree in Research Psychology and content creator at Guided